We proudly announced it back in December 2025: Orange Advertising has joined BEE, our cross-media measurement solution. Beyond the announcement itself, we’d like to take a closer look at this partnership, what it concretely brings to the scope of cross-media measurement, and the new opportunities it opens up for advertisers and their agencies.
In a nutshell
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Who? Orange Advertising joins BEE, Realytics’ cross-media TV and CTV measurement solution.
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What? Strengthening the representativeness of BEE’s cross-device TV exposure measurement with 8 million opt-in households.
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How? A deterministic measurement built on operator data from Bouygues Telecom, SFR and Orange, sourced from opt-in households.
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For whom? Media agencies and advertisers managing linear TV, Addressable TV and CTV campaigns.
TV measurement has structurally become cross-media
TV consumption is no longer limited to traditional linear viewing. As a result, advertisers and their agencies are now looking for new TV and video levers to offset the significant decline in linear TV and its single, mass-audience stream.
TV campaigns are now deployed across additional environments alongside linear TV: Addressable TV, BVOD, AVOD and FAST channels. In this context, measuring each lever in isolation no longer makes it possible to understand its true contribution to overall reach.
BEE (Brand Exposition & Engagement) was designed to address this fragmentation by offering a deterministic cross-media measurement, based on a single source of operator data.
Why integrating Orange Advertising into BEE is a game changer
BEE already relied on data from Bouygues Telecom and SFR. The addition of Orange Advertising makes it possible to significantly expand the number of TV households that can be analyzed, strengthen the statistical representativeness of measured audiences, and provide a more comprehensive view of TV exposure across the French market.
As a reminder, the ADMTV TV Guide indicates that around 84% of French households use a TV set-top box to connect their television sets.
As a result, BEE is now able to measure TV campaigns based on opt-in data from 8 million households.
What BEE can now measure thanks to this partnership
With the integration of Orange Advertising, BEE enables analysis of:
- reach per activated TV distribution channel,
- audience duplication between linear TV and Addressable TV,
- the true incremental reach delivered by each activated TV distribution channel.
What changes with Orange joining BEE’s cross-media measurement
For agencies and advertisers, this partnership makes it possible to objectively arbitrate between linear TV and CTV, to manage advertising frequency more precisely in order to avoid media waste, and to compare TV devices based on real consumption data.
Ultimately, they can understand the real contribution of each TV distribution channel to total reach,optimize the allocation of linear TV and Addressable TV investments, rely on a secure, deterministic and GDPR-compliant measurement framework.
Measurement is no longer limited to post-campaign reporting, it becomes a tool for media steering and decision-making.
Let's go toward a clearer TV and CTV measurement standard
This partnership is part of a broader market dynamic aimed at structuring a more transparent cross-media TV measurement, built on operator data and shared across the ecosystem.
